Consumer behavior in purchasing local versus international baby food in Ethiopia

Consumer Behavior: Purchasing Local Baby Food vs. International Baby Food (in Ethiopia)

Companies that manufacture and/or market baby formula employ various conventional and modern (i.e., web-based) media for advertising their products and capturing a large target audience. Studies indicate that the ability of market buyers to learn and remember specific brand names and keep them at the "top of their minds" results from advertising's effects, which can't be controlled by companies, particularly in case of media like television (Mazis & Raymand, 2007). Okazaki, Nishiyama and Katsukura 2007 report that positive brand image influences consumer trust. Furthermore, Ajzen and Fishbein (1975) write that the presence of a positive attitude in connection with a product/brand in consumers helps reinforce their purchase intention. Still, empirical studies also reveal that many buyers doubt the claims made concerning products in their advertisements. Consumers are aware of the fact that the aim of advertisements is persuasion, and therefore, the general belief is that ads are deceptive. Additionally, higher skepticism levels are witnessed, with regard to health claims, when advertisements form the source of such information (Mazis & Raymond, 2007).

Theoretical Background

Consumer Behavior Model

Market researchers have been trying to understand consumer behavior since a few decades. They have summarized their findings in several different models of consumer behavior. The consumer behavior model serves the purpose to help vendors understand that how consumers make purchasing decisions. A vendor may influence a buyer's decision if the consumer behavior process is clearly understood, for instance, special promotions or by advertising.

The EC model includes the subsequent factors or determinants:

Independent (or uncontrollable) variables have categories as both personal and environmental attributes or characteristics.

Controlled variables (moderating or intervening variables) which have been classified into 2 types; first market stimulus and second EC systems.

The decision-making process is affected by the independent and intervening variable.

The process is accomplished with the buyers' decisions resulting from the decision-making procedure.

The dependent variables that define the decisions that are made by the consumer (Turban, 2006).

The present study has adapted this existing model of consumer behavior regarding the target study variables. A brief review of the study variables has been given below.

Independent Variables

Education

The education level, influences parents' decision of purchasing locally-made, or standard imported, baby food.

Literacy

Religion

Religion may be another key factor, which impacts dependent variable, bearing in mind the ingredients utilized to prepare the particular food product. Some ingredients may be forbidden for the followers of certain religions, and thus they may not purchase them.

Gender

Gender can also act as a moderator. Being a male or a female may influence the baby food purchase decisions as males and females show difference in consumer behavior.

Perceived Quality

Perception of quality hinges on individual users. The, expression of quality is rather ambiguous and varies with the background of individuals (Becker and Tilman, 2000). Quality refers to the totality of a product's characteristics and features, or in other words, its suitability in satisfying a specific need (Tambunan, Purwanegara, & Indriani, 2013). Whether the consumer perceives the brand to be of low or high quality may influence his/her buying behavior.

Confounding Variables

Socioeconomic Status

Socioeconomic class -- upper, middle or lower class -- may also influence dependent variable.

Dependent Variable

consumers' behavior to purchase baby food

Fig 1. Hypothetical Model